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TOYOTA原廠認證中古車車主之滿意度分析 = A Study of t...

劉韋男

TOYOTA原廠認證中古車車主之滿意度分析 = A Study of the Satisfaction of the Owner of TOYOYA Certified Used Cars inKaohsiung and Pintung Areas : 以高屏地區為例

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	A Study of the Satisfaction of the Owner of TOYOYA Certified Used Cars inKaohsiung and Pintung Areas
副題名:	以高屏地區為例
作者:	劉韋男,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2012[民101]
面頁冊數:	69面圖，表格 : 30公分;
標題:	認證中古車
標題:	Certified Used Cars
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/68393565785717039575
附註:	參考書目：面61-65
附註:	含附錄
其他題名:	以高屏地區為例
摘要註:	2008年全球金融風暴，台灣的新車掛牌數為22.9萬輛，與前年相比衰退29.8％。而中古車市場的交易量雖然同樣呈現下滑的趨勢，但仍有近66萬台的過戶數。這數字仍接近新車的三倍，而且也沒有一家車廠願意放棄這個每年在汽車產業提供高達一千億產值的大餅。因此在今年依舊有業者陸續進軍中古車這塊市場。當消費者在選購中古車時，因為中古車市場普遍存在資訊不對稱，在車輛品質差異大，且尚未建立市場價格機制時。這些不確定的因素更增加了消費者的知覺風險。再加上國內中古車行品質素質不一，使得國內消費者對中古市場交易信心不足。目前市場上規模較大的中古車體系有包括三菱匯豐所主導的SUM優質中古車聯盟、和泰豐田所屬關係企業和運勁拍中心所創立的HOT好車大聯盟以及裕隆旗下行將企業所創立的SAVE認證車聯盟，三大陣營都以招攬加盟的方式擴展版圖。此外還有歐系車廠所自營的中古車服務如BENZ、VOLKSWAGEN。日系車廠有LEXUS、TOYOTA、MITSUBISHI、FORD等跨足品牌中古車事業。但無論何者型態卻不約而同都以品牌來經營中古車，故中古車市場走向品牌化經營一定是未來的趨勢。現今有品牌的中古車商，如雨後春筍到處林立，這是十年前未有的景象，消費者的需求促使業者逐漸轉型，這些現象在新車品牌廠商推動下，是否能將新車重視顧客滿意度的經營概念帶進此市場。本研究既是探討消費者在選購品牌認證中古車時，能否因透過品牌認知、知覺風險與知覺價值，與滿意度有關聯的影響為本研究最主要的目的。研究對象為高屏區2009-2012年間購買TOYOTA認證中古車的消費者，以便利抽樣的方式透過銷售人員親送、店內直接填寫，以及郵寄並親自回收的方式進行發放，共計發放400份問卷，實際回收330份問卷，問卷回收率為82.5%，以SPSS 17.0進行問卷分析。研究結果發現，部分個人背景變項（家庭月收入、首購、購車角色、購車用途）的購車者在品牌認知、知覺風險、知覺價值及滿意度上有顯著差異存在；另外購買者對TOYOTA認證中古車的品牌認知程度越高，則對TOYOTA認證中古車的滿意度亦越高，其中品牌認知的子構面可靠性、功能性及優越性皆顯著與滿意度呈正相關；而購買者對TOYOTA認證中古車的知覺風險程度越高，對TOYOTA認證中古車的滿意度則越低；另外，購買TOYOTA認證中古車者的知覺價值程度越高，則對TOYOTA認證中古車的滿意度亦越高，皆符合本研究之假設。 In 2008, the domestic new car sale remains 229,000, and compare to 2007, it almost declined by29.8%. However, the new car market is in shrinking. By contrast, sales of used car still reached 660 thousand vehicles even though used cars' market is on the decrease along with new cars’ market. In addition, the production of used cars is 10 billion NTD, which is quite a tremendous number that arose the highly concern of car companies on the used car market.Consumers always have less trust in used car, due to the asymmetric information in used car market. It’s of difficulty to keep good quality management because the quality management of the used car stores was unsteady and there was no official certified organization in this field. Recently, many car companies started involving in the management and development of used car market. These car retailers, such as SUM and SAVE, developed chain brand channels and offered quality guarantee for customers, while some automobile brand distributors focused on new car market and started to operate the used car businesses. Besides, there are some famous imported automobile brands in Taiwan, such as Mercedes, VOLKSWAGEN, LEXUS, TOYOTA, and MITSUBISH…etc., have started to operate their used car business. All of them aim to gain more competitive advantages to win this game. Thus, new cars manufacturers or retailers offered guarantee and warranty service capable of providing customers after service similar to new cars. Consequently, understanding used cars' market and suggesting marketing strategies on target market with the aim to increasing used cars' sale is a topic worth discussing. This research discussed the relationship brand cognition, perceived risk, perceived value and satisfaction of certified pre-owned cars. This research used TOYOTA certified pre-owned car shops located in Kaohsiung and Pingtung as the investigation target and a questionnaire survey was conducted in the period of 2009 to 2012. A total of 330 valid questionnaires were retrieved and applied statistic analysis with SPSS 17.0. The findings of this research were as follows: 1. The obvious variations of brand cognition, perceived risk, perceived value and satisfaction are displayed only among some of demographic variables.2. A significant relationship exited between brand cognition and satisfaction.3. A significant relationship exited between perceived risk and satisfaction.4. A significant relationship exited between perceived value and satisfaction.

TOYOTA原廠認證中古車車主之滿意度分析 = A Study of the Satisfaction of the Owner of TOYOYA Certified Used Cars inKaohsiung and Pintung Areas : 以高屏地區為例
劉, 韋男

TOYOTA原廠認證中古車車主之滿意度分析 = A Study of the Satisfaction of the Owner of TOYOYA Certified Used Cars inKaohsiung and Pintung Areas : 以高屏地區為例 / 劉韋男撰 - [高雄市] : 撰者, 2012[民101]. - 69面 ; 圖，表格 ; 30公分.
參考書目：面61-65含附錄.
認證中古車Certified Used Cars

TOYOTA原廠認證中古車車主之滿意度分析 = A Study of the Satisfaction of the Owner of TOYOYA Certified Used Cars inKaohsiung and Pintung Areas : 以高屏地區為例
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